Research On Brand Competitiveness Evaluation And Promotion Strategy Of Shenyang ZZ Shopping Center

At present,with the continuous development of the economy and the social environment changes,China's retail industry has shifted from a rapid expansion period to a bottleneck period with slowing growth.The number of retail enterprises spanning the expansion period is numerous,the business is diverse and the positioning is distinctive.When facing the changes in the market environment and the fierce competition,how to improve their competitiveness and then survive and develop in the competition has become a common concern in this field for the retail enterprises at this stage.However,influenced by traditional concepts,most retail companies are still at the stage of single evaluation criteria such as comparative sales profits.This criteria has inherent one-sidedness and cannot fully and accurately reflect the brand value of retail enterprises and the dilemmas they are facing.Therefore,how to scientifically assess their own competitiveness and improve the level of core competition is of great significance for the development of retail enterprises.ZZ Shopping Center is a large-scale and high-end retail enterprise in Shenyang with strong regional influence.In recent years,with the changes in the high-end market conditions,similar shopping malls have fierce competition,passenger flow has declined and sales growth has slowed down.How to maintain the core competitiveness of the brand in a changing market environment and fierce competition,and achieve healthy and sustainable development of the company has become an important issue for ZZ Shopping Center.This paper focuses on the evaluation of brand competitiveness and promotion strategies of Shenyang ZZ Shopping Center.Firstly,SWOT analysis was carried out towards ZZ Shopping Center,and then the relevant literature research results were used to build a brand competitiveness evaluation indicator system,and the brand competitiveness of ZZ Shopping Center was evaluated based on the analytic hierarchy process.By analyzing the scores of brand competitiveness and the contribution of different indicator dimensions,six problems that currently restrict the competitiveness of ZZ Shopping Center were summarized and the causes of the problems were analyzed in depth.Finally,six aspects of the brand competitiveness improvement strategy are proposed in response to the existing problems.This paper focuses on the evaluation of brand competitiveness of ZZ Shopping Center.The evaluation method of brand competitiveness adopted is scientific and is able to evaluate the brand competitiveness of ZZ Shopping Center objectively.The proposed promotion strategy have certain practical significance for improving the brand competitiveness of the mall and promoting healthy and sustainable development.